Things are changing at a pill-popping rate in today’s marketplace. Marketing messages are mushrooming (try saying that three times fast) and people’s preferences are changing rapidly, which turns today’s peacock into tomorrow’s feather duster.  And that’s really why branding is today’s most powerful business concept.

The more brands there are, the less they mean. If everything is a message, then nothing is a message. Plus, a brand no longer has one simple meaning. The meaning is multifaceted and fluid.

Remember, the brand is created in other people’s heads and hearts from their past experiences and memories. And since the world of their experiences is changing rapidly -— due to changes in technology, new products and services, new information, fashion trends, media influence, news reports, even job change and relocation -— their assumptions, thoughts and beliefs all change as well. Which may, in turn, affect their thoughts of your brand -— your value to them.

If you’re not obsessed with those changes, if you haven’t adopted “brand thinking” in your organization, you’ll probably be okay. . . in the short-term. Companies don’t go down from one fatal deathblow. They die from a thousand little marketplace cuts.

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This article ws sourced from AClearEye.com and can be found here.